An advertisement for a new “makgeolli,” traditional Korean rice wine, began showing on an electronic display at Times Square in Manhattan, New York City starting Tuesday.

The ad will be shown for 30 seconds on the screen 50 times a day. The ad reads, “Who are you? I’m from Korea. I’m an oldie but a goodie. I’m made of rice. I have an excellent taste. I create an amazing time. My name is makgeolli, the traditional Korean alcohol.”

Freelance Korean publicist Seo Kyoung-duk took the helm in the project after the Dokdo and bibimbap advertisement series in the New York Times.

Seo, who is also a professor at Sungshin Women’s University, has been promoting Korean culture through publishing advertisements in major American media outlets such as the New York Times and the Times Square board.
Seo also organized a group called “Bibimbap Wanderers” the main job of which was to promote Hansik, or Korean cuisine.

Bibimbap (mixed vegetables and rice) was featured in a commercial in New York’s Times Square via dancing and a traditional percussion performance.

“I plan to run advertisements introducing Korean culture on major electronic display boards around the world. I also plan to set up an exclusive electronic display board for Korea in Times Square.